GOODWIN GRANGER ADVERTISING IN THE 2ND ERA (1923 – 1926)
Ads from the 2nd era represent one of the biggest transitions in rod design. From these ads, along with the 1923-1924 Goodwin Granger Catalog, we know that tapers across the lineup changed to include a swelled butt section that lead to increased power and better overall cast-ability. Available rods from this era included: the “Granger Rod”, “Goodwin Rod” and “Denver Special” (in 1924).
Ads from 1923 were focused on customer testimonials highlighting large catches on Granger Rods. These first ads only list 2 prices for “fly rods at $40 and $30″. It is interesting so note that the rod illustrations in 1923 appear to be of a first era Premier—perhaps to reduce inventory before the newly designed rods became available. Then in 1924, The Denver Special re-appears and prices now show a range: “fly rods at $45 to $20″.
The ads in 1925 & 1926 are much more illustrative and large by Granger’s ad-buying standards. We also see the first use of the “Granger Rods” script that is now commonly associated with Granger rods.
All ads list “GOODWIN GRANGER & CO.” as the business entity and the addresses is consistent in this era at “East Ninth Ave., Denver, Colorado”.
You might notice that a different street number was assigned to each publication on all Granger ads. This was done to accurately track the responses for the same ad across different publications.